New PWHL Ottawa Cost model bears putting resemblance to Flames brand

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On Monday, the PWHL unveiled the names and logos of the group’s six groups forward of the league’s second season, which begins in November.

One group, the Ottawa Cost, has attracted nationwide consideration for its brand’s similarity to the Calgary Flames brand.

In response to the group’s web site, the Cost brand was designed as a spinning object, charged with electrical energy. The letter “O” is bisected to create the phantasm of a “C”, a reference to Ottawa and the group’s identify. The spikes on the again of the letter are supposed to emphasize ahead momentum.

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The design is producing backlash for its similarity to the Calgary Flames’ flaming C. The NHL group has not publicly acknowledged the Cost brand, although followers of the group have taken to social media with their ideas.

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One fan in contrast it to Andrew Mangiapane’s 2021 drawing of the Flames brand that was later printed on t shirts.

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AnneMarie Dorland, affiliate professor of promoting at Mount Royal College, says the Cost brand possible drew from familiarities in hockey branding whereas not deliberately copying the Flames’ signature flaming “C”.

“They do have comparable parts, and a part of that is perhaps capitalizing on what we all know a hockey brand appears like,” stated Dorland. “We don’t wish to make a brand for a group that appears prefer it’s purported to be for a spa.”

Making a model that everybody goes to see for the primary time is hard, she stated. With designers possible drawing familiarities and inspiration from different hockey groups, people are social animals and search patterns and recognition, so the comparisons to comparable manufacturers is a pure response.

The model was possible developed with out consideration of what it might be much like versus a copycat model of an current model, stated Dorland.

As for danger of copyright or trademark points, Dorland doesn’t consider there may be sufficient infringement “that one may conceivably be confused as to which group you’re shopping for tickets for.”

From a brand perspective, the Calgary Flames model is clearly outlined and whereas the Cost brand could remind individuals of the Flames, it’s nonetheless totally different.

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Dorland doesn’t consider there may be sufficient similarities for the Flames to say that the Cost has prompted injury or detrimental results to the unique Flames model.

One danger to the Ottawa Cost model is public notion, although Dorland says whereas a lot of the eye is destructive, the group has already constructed identify recognition.

“Because it goes over the long run it’s actually going to be the power of the group that’s going to cement what that model means on the earth, not simply how comparable it’s to a different brand,” she stated on how the group can separate from the controversy.

The Cost could make adjustments over time, a apply not remarkable in branding in keeping with Dorland. These adjustments, nevertheless, would possible happen slowly over time and never immediately as a direct response to backlash.

“Given the quantity of labor that goes into one thing like this, it’s fairly unlikely that they’re simply going to scrap it and transfer onto one thing new.”

The 5 different groups within the PWHL embody Boston Fleet, Minnesota Frost, Victoire de Montreal, New York Sirens and Toronto Sceptres.

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